{"id":7077,"date":"2022-03-25T15:24:39","date_gmt":"2022-03-25T13:24:39","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=7077"},"modified":"2023-02-17T16:51:12","modified_gmt":"2023-02-17T14:51:12","slug":"play-hard-work-hard-the-metaverse-is-not-just-a-game","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/tl-dr\/play-hard-work-hard-the-metaverse-is-not-just-a-game\/","title":{"rendered":"Play hard, work hard: the metaverse is not just a game"},"content":{"rendered":"\n

Microsoft recently acquired Activision Blizzard<\/a>, the video gaming giant behind the iconic match-three puzzle game Candy Crush and the MMORPG (massively multiplayer online role-playing game) World of Warcraft. Each month, Activision Blizzard can count on serving approximately 400 million gamers!<\/mark><\/p>\n\n\n\n

Mark Zuckerberg has clearly stated that the metaverse will not only serve entertainment purposes.<\/p><\/blockquote>\n\n\n\n

Microsoft justified this purchase, at a cost of just below 70 billion US dollars, by stating that gaming would provide building blocks for the future metaverse<\/strong>, proclaimed as the next Internet generation, i.e. a single, universal virtual world to be entered via the use of virtual and augmented reality technology.<\/p>\n\n\n\n

Looking at Microsoft, one could imagine that the metaverse will be a game.<\/mark> However, Mark Zuckerberg has clearly stated that the metaverse will not only serve entertainment purposes. Indeed, Facebook\u2019s earlier announcement rebranding its mother company to Meta (referring to the metaverse) has already provided a lot of hype around this portmanteau, which consists of \u201cmeta,\u201d meaning beyond, and \u201cuniverse.\u201d<\/p>\n\n\n\n

Much more than games<\/strong><\/p>\n\n\n\n

Some virtual worlds, such as Second Life, are much more than games, and have been since their creation.<\/mark> Several users have claimed Second Life to be an extension of their first, i.e. real lives, as my research work with fellow ESCP Prof. Michael Haenlein showed as early as 2009<\/a>.<\/p>\n\n\n\n

A multitude of brands and companies have set up virtual islands and stores on Second Life, mainly for PR reasons, but not only:<\/strong> Deutsche Post, e.g., offered virtual cards to Second Life residents, which were subsequently delivered as real postcards all around the world. Of course, that was when postcards were still a thing.<\/p>\n\n\n\n

\"\"
The adidas store in Second Life<\/figcaption><\/figure>\n\n\n\n

Another example is the Crowne Plaza hotel chain, which allowed companies to book virtual meeting rooms in its Second Life simulated hotels the same way they could be rented in brick-and-mortar establishments.<\/p>\n\n\n\n

However, the excitement around Second Life quickly died off for several reasons<\/strong>, with many brands either exiting the virtual world or simply leaving their online premises unattended.<\/p>\n\n\n\n

Since then, a lot has changed:<\/strong><\/p>\n\n\n\n

  1. More people are familiar with virtual worlds now than there were then.<\/mark> Teenagers, young adults, and gamers of all ages regularly become avatars experiencing virtual environments, socializing with other players in virtual spaces such as Fortnite, Roblox, World of Warcraft and the like. Like Second Life, these gaming worlds have become a place to meet, chat, and make friends. Just think of Fortnite, which hosted live concerts by Ariana Grande and Travis Scott, obviously in the form of avatars, visited by several million spectators!<\/li><\/ol>\n\n\n\n
    \n